1page.title=Promote Your App with Ads
2page.metaDescription=Promote your app with AdWords to find new users at the right moment.
3page.image=images/cards/adwords_2x.jpg
4page.tags="users, ads, adwords"
5@jd:body
6
7<p>Users have a huge amount of choice when it comes to which apps they install and
8use, so it’s important to actively find new ways to promote your app and drive
9ongoing engagement. AdWords is a powerful and effective way to do both.</p>
10
11
12<h2 id=drive_installs>Drive installs</h2>
13
14<p><a href="http://adwords.google.com">AdWords</a> promotes your app to interested
15users where they spend time on phones and
16tablets – with app install ads on Google Search, YouTube, Gmail, and within
17apps and across the web on  the Google Display Network. AdWords is a powerful
18way to scale app promotion across Google networks and find customers that are
19most likely to install your app. </p>
20
21<p><a href="https://support.google.com/adwords/answer/6032059">Get started with AdWords
22app install ads</a>.</p>
23
24<div class="wrap">
25  <div class="cols" style="margin-top:1em;">
26    <div class="col-4of12">
27      <h3>
28        From Google Play
29      </h3>
30      <img src="/images/distribute/promote_ads_play.png">
31      <p class="figure-caption">
32        Promote your app on Google Play when users are searching and browsing
33        for apps.
34      </p>
35    </div>
36
37    <div class="col-4of12">
38      <h3>
39        From search
40      </h3>
41      <img src="/images/distribute/promote_ads_search.png">
42      <p class="figure-caption">
43        Connect with users as they search for content and services provided by
44        your app.
45      </p>
46    </div>
47
48    <div class="col-4of12">
49      <h3>
50        From YouTube
51      </h3>
52      <img src="/images/distribute/promote_ads_youtube.png">
53      <p class="figure-caption">
54        Promote your app when users are watching related videos.
55      </p>
56    </div>
57  </div>
58</div>
59
60<div class="wrap">
61  <div class="cols" style="margin-top:1em;">
62    <div class="col-4of12">
63      <h3>
64        From apps
65      </h3>
66      <img src="/images/distribute/promote_ads_apps.png">
67      <p class="figure-caption">
68        Reach users while they’re engaged with apps and games across the AdMob
69        network.
70      </p>
71    </div>
72
73    <div class="col-4of12">
74      <h3>
75        From the web
76      </h3>
77      <img src="/images/distribute/promote_ads_web.png">
78      <p class="figure-caption">
79        Reach users while they’re engaged with websites across the Google
80        Display Network.
81      </p>
82    </div>
83
84    <div class="col-4of12">
85      <h3>
86        From Gmail
87      </h3>
88      <img src="/images/distribute/promote_ads_gmail.png">
89      <p class="figure-caption">
90        Promote your app while users communicate and get things done in Gmail.
91      </p>
92    </div>
93  </div>
94</div>
95
96<h2>
97  Tips
98</h2>
99
100<ul>
101  <li>Estimate how much an app user is worth to your business, so that you can
102  work out an appropriate cost-per-install that you’re willing to pay.
103  </li>
104
105  <li>Ensure that your ads and Play Store listing are compelling and clearly
106  describe your app’s value.
107  </li>
108
109  <li>Check that you’re accurately tracking and attributing installs by
110  installing the AdWords <a href=
111  "https://developers.google.com/app-conversion-tracking/">conversion tracking
112  SDK</a>.
113  </li>
114
115  <li>Promote your app broadly across display, search, and video to reach even
116  more potential users and drive a higher volume of installs.
117  </li>
118
119  <li>Start with broader targeting and then fine tune your bidding once you’ve
120  assessed your campaign results.
121  </li>
122
123  <li>Use Conversion Optimizer to automate your bidding so that your ads target
124  users who are most likely to install your app.
125  </li>
126
127  <li>Use Conversion Optimizer for in-app buyers to automate your bidding so
128  that your ads target high value users who are most likely to make purchases
129  in your app.
130  </li>
131</ul>
132
133<h2 id="engage_with_users">
134  Engage with users
135</h2>
136
137<p>
138  Getting a user to install an app is one thing, but you'll also want them to
139  open it regularly. AdWords offers app re-engagement tools to help your app
140  stay in mind with users who’ve already installed it on their phone. AdWords
141  can remind them of key features and encourage them to try your app again, or
142  help them complete an activity they didn't know your app could handle.
143</p>
144
145<div class="wrap">
146  <div class="cols" style="margin-top:1em;">
147    <div class="col-4of12">
148      <h3>
149        From search
150      </h3>
151      <img src="/images/distribute/promote_ads.png">
152      <p class="figure-caption">
153        Add deep links to your app, then bring users straight to relevant app
154        content when they’re searching.
155      </p>
156    </div>
157
158    <div class="col-4of12">
159      <h3>
160        From apps
161      </h3>
162      <img src="/images/distribute/promote_ads_inapp.png">
163      <p class="figure-caption">
164        Use remarketing and deep links to bring users to just the right place
165        in your app to re-engage and convert, from other apps and games they
166        love.
167      </p>
168    </div>
169  </div>
170</div>
171
172<h3>
173  Tips
174</h3>
175
176<ul>
177  <li>Track what users do in your app after they’ve clicked an ad, by
178  installing the AdWords <a href=
179  "https://developers.google.com/app-conversion-tracking/">conversion tracking
180  SDK</a>.
181  </li>
182
183  <li>Advertise a compelling reason for users to re-engage with your app (such
184  as a reminder or a special offer).
185  </li>
186
187  <li>
188    <a href="https://developers.google.com/app-indexing/webmasters/app">Add
189    deep links</a> to your app that’ll take users directly to the parts of your
190    app that will be most relevant and interesting to them, where they can
191    easily take action.
192  </li>
193
194  <li>Re-engage your app users across the display network with remarketing
195  lists and search with keywords.
196  </li>
197
198  <li>Use remarketing lists to target high value users so that you can drive
199  more conversions in your app.
200  </li>
201</ul>
202
203<h2 id="related-resources">Related Resources</h2>
204
205<div class="resource-widget resource-flow-layout col-13"
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210